Dorene Weinstein
Argus Leader

Brown by any other name is mahogany, russet, bronze, henna or chestnut, and Midwesterners love it.

Chocolate brown has been popular for nearly a decade, says Ruthanne Hanlon, national color and design manager for Pittsburg Paints of Columbus, Ohio, who visited Sioux Falls to conduct two seminars on color trends last week.

The warm shade offers many pairing options.

“It goes with everything,” says Jeanne Omland, color consultant at Norberg Paints. Her theory: “We have a longer season of colder weather, and warmer colors feel cozier. It feels familiar with our surroundings because it’s the colors we see around us - it makes us feel like we’re home.”

For those who feel more adventurous, there’s a color forecast every year, says Dave Kiesow, owner of Sioux Falls Paint and Decorating. Designers forecast trendy shades based on the clothing, automotive and furniture industries. “They’re used as guidelines; it’s what they think are going to be popular.”

Count on these colors staying in fashion for three to five years. Colors trickle through the marketplace, Kiesow says. “When they reach the big-box stores, that’s the end of the color life.” Earthy, neutral colors can last longer.

For the 2008-2009 season, Pittsburg Paints is featuring nine color families with palettes of five colors that work well together. Greens, blues, terra cotta reds, golds, rich browns, taupes and creamy whites are paired with complementary hues so homeowners can select paint from the same palette and know they will work together, Hanlon says.

Rich, muted pinks also have found a niche, Omland says.

Metallics are popular and will work on ceilings, accent walls, even bathrooms, she says.

Don’t forget to add color to the ceiling to avoid a sharp demarcation between the colored wall and white ceiling. Otherwise, “your eye goes right to the white ceiling,” Omland says.

If you like an intense color but can’t stand a whole roomful, use it on an accent wall, or do a band or block of color and hang a piece of artwork in the middle.

Baby boomers and generation Y - 18- to 28-year-olds - have the most influence on what manufacturers offer, Omland says. Colors appealing to those age groups get top consideration, and the results can be surprising.

Brighter, more saturated colors often inspire a strong reaction and generally appeal to younger people, Hanlon says. But some of those colors have proven to be the most popular.

For example, “acidic green was meant to be used with white to tone it down, but it’s turned up everywhere,” she says.

Old painting rules have been thrown away, Hanlon adds.

No matter what age you are, decorators urge you to be true to yourself. If you love a certain color, don’t let your friends and family talk you out of it. “They don’t live there. If you do what they say, you won’t be happy with the results. If you love it, do it,” Omland says.

“It’s nice to see what’s trendy and available, but you need to surround yourself with what you love,” Hanlon says. “There’s no right or wrong - it’s what feels best for the individual.”